WEBVTT 1 00:00:01.375 --> 00:00:04.315 Did you know 70% of ad buys are still done 2 00:00:04.315 --> 00:00:05.675 through direct insertion orders. 3 00:00:06.535 --> 00:00:08.475 We get it. Direct buys are easy. 4 00:00:08.665 --> 00:00:09.715 They guarantee scale, 5 00:00:10.055 --> 00:00:12.235 and they let you create custom sponsorships, 6 00:00:12.535 --> 00:00:14.035 the red carpet events, if you will, 7 00:00:14.695 --> 00:00:16.075 but there's a massive shift happening. 8 00:00:16.495 --> 00:00:19.755 But last year, programmatic grew at a 37% 9 00:00:19.755 --> 00:00:21.155 faster rate than direct. 10 00:00:22.095 --> 00:00:25.515 Why? Because programmatic can give advertisers more data 11 00:00:25.775 --> 00:00:28.435 and more control while eliminating the guesswork 12 00:00:28.625 --> 00:00:29.875 that can come from buying direct. 13 00:00:30.285 --> 00:00:32.715 Today on the resource desk, we'll make a case 14 00:00:32.715 --> 00:00:34.195 for why you should be leaning into data. 15 00:00:34.605 --> 00:00:36.275 We'll explain the different ways you can buy 16 00:00:36.275 --> 00:00:38.995 programmatically and explain how it could be used 17 00:00:39.015 --> 00:00:40.635 to shape your audience's experience 18 00:00:40.935 --> 00:00:42.915 and ultimately drive measurable results. 19 00:00:53.975 --> 00:00:56.915 So, yes, there are advantages to buying direct, 20 00:00:57.135 --> 00:00:58.835 but programmatic can open up a whole 21 00:00:58.835 --> 00:00:59.875 new world of opportunities. 22 00:01:00.525 --> 00:01:02.755 There are three main ways you can buy programmatically, 23 00:01:02.905 --> 00:01:04.435 each one giving you more control. 24 00:01:04.925 --> 00:01:07.595 First up, programmatic guaranteed so-called 25 00:01:07.595 --> 00:01:10.275 because the publisher guarantees the price and scale. 26 00:01:10.765 --> 00:01:12.155 These are like direct buys, 27 00:01:12.295 --> 00:01:15.995 but with one major addition, you get real time reporting. 28 00:01:16.335 --> 00:01:18.955 So you can measure KPIs across the publishers you're 29 00:01:19.075 --> 00:01:21.915 spending with, but the publisher still controls the buys, 30 00:01:22.515 --> 00:01:24.355 deciding who sees your ad and how often. 31 00:01:25.095 --> 00:01:26.635 You also can't optimize on the 32 00:01:26.635 --> 00:01:27.835 performance of your campaigns. 33 00:01:28.495 --> 00:01:31.435 For that, you need Private Marketplace or PMP deals. 34 00:01:31.945 --> 00:01:34.395 With PMP deals, you still get access 35 00:01:34.395 --> 00:01:36.075 to the premium publishers that you love, 36 00:01:36.735 --> 00:01:37.755 but you get the control. 37 00:01:38.735 --> 00:01:41.235 You can leverage metrics to see which audiences your 38 00:01:41.235 --> 00:01:42.435 messages are resonating with. 39 00:01:42.935 --> 00:01:45.515 Use frequency caps to reduce ad waste and over exposure 40 00:01:46.215 --> 00:01:49.195 and optimize performance in real time by pushing spend 41 00:01:49.195 --> 00:01:50.715 to the ad spaces that perform best. 42 00:01:51.745 --> 00:01:53.915 This control helps you maximize the 43 00:01:53.915 --> 00:01:54.955 return on your investments. 44 00:01:55.335 --> 00:01:58.115 The final way you can buy ad space programmatically is 45 00:01:58.115 --> 00:02:00.555 through open auctions, sometimes called open Market, 46 00:02:00.705 --> 00:02:03.595 open Exchange, RTB or the Spot market. 47 00:02:03.785 --> 00:02:05.795 Open auctions are transparent and democratic. 48 00:02:05.975 --> 00:02:07.315 You bid for inventory in real time 49 00:02:07.615 --> 00:02:08.795 and the highest bidder wins. 50 00:02:11.825 --> 00:02:14.035 Like PMP deals, you get real time reporting 51 00:02:14.035 --> 00:02:15.275 and real time optimization. 52 00:02:15.505 --> 00:02:17.115 However, while simple 53 00:02:17.175 --> 00:02:20.555 and efficient, some publishers, mainly TV publishers, 54 00:02:21.185 --> 00:02:23.195 only sell their inventory through PMP deals. 55 00:02:23.975 --> 00:02:25.995 So we've covered the advantages of programmatic 56 00:02:25.995 --> 00:02:27.435 for you, the advertiser. 57 00:02:28.135 --> 00:02:30.715 Now let's look at it through the lens of your audience. 58 00:02:31.175 --> 00:02:35.035 In a recent Digital trends report by Salesforce, 88% 59 00:02:35.035 --> 00:02:38.315 of customers surveyed said that brand experiences were 60 00:02:38.335 --> 00:02:41.035 as important as the products and services themselves 61 00:02:41.975 --> 00:02:44.315 and your customers are everywhere. 62 00:02:45.175 --> 00:02:47.675 The beauty of programmatic is that it can make it easy 63 00:02:48.255 --> 00:02:51.235 to tell your story consistently and win over the hearts 64 00:02:51.235 --> 00:02:52.555 and minds of that 88% 65 00:02:53.255 --> 00:02:56.195 and the rest, rather than leaving the experience 66 00:02:56.195 --> 00:02:59.075 to chance you target the most relevant audiences across 67 00:02:59.165 --> 00:03:01.845 every screen, controlling how many ads they receive, 68 00:03:01.915 --> 00:03:03.165 testing new theories, 69 00:03:03.545 --> 00:03:06.645 and measuring results all in real time, helping you 70 00:03:06.645 --> 00:03:08.165 to optimize towards what works best, 71 00:03:08.695 --> 00:03:10.925 which in turn can give your audience 72 00:03:10.925 --> 00:03:12.005 the best brand experience. 73 00:03:13.355 --> 00:03:16.285 With Direct, you just don't get this level of transparency, 74 00:03:16.595 --> 00:03:19.445 control, and the ability to optimize in real time. 75 00:03:20.265 --> 00:03:23.685 So to wrap up, think of programmatic as your superpower, 76 00:03:24.445 --> 00:03:25.845 enabling you to become more agile, 77 00:03:26.115 --> 00:03:27.725 more creative, and more informed. 78 00:03:28.545 --> 00:03:31.405 Or put another way programmatic can give you the data 79 00:03:31.405 --> 00:03:33.165 and control to gain the competitive edge 80 00:03:33.345 --> 00:03:35.965 and show up to your audience in a far more 81 00:03:35.965 --> 00:03:37.445 meaningful and relevant way. 82 00:03:37.785 --> 00:03:39.925 Thanks for watching and see you next time.